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E-Malt.com Newsletter 14a
April 04 - April 06, 2016
Quote of the Week
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Currency Rates
Base Currency: US Dollar
on April 06, 2016 |
Base Currency: Canadian Dollar
on April 06, 2016 |
| |
1 USD = 0.8786 EUR
1 USD = 0.7035 GBP
1 USD = 1.3130 CAD
1 USD = 1.3223 AUD
1 USD = 110.6500 JPY
1 USD = 3.6336 BRL
1 USD = 68.8901 RUB
1 USD = 6.4739 CNY
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1 CAD = 0.7615 USD
1 CAD = 0.5357 GBP
1 CAD = 0.6690 EUR
1 CAD = 1.0069 AUD
1 CAD = 84.2600 JPY
1 CAD = 2.7669 BRL
1 CAD = 52.4809 RUB
1 CAD = 4.9298 CNY
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Currency Rates Chart
Equities of the Largest Breweries
USA: Constellation Brands reports better Q4 2015 revenue than estimated by analysts
...Click here
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USA: Brewers Association publishes this year’s top 50 breweries list
...Click here
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USA: Barley contracts, prices, acreage reduced by large and good crop last year
...Click here
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USA: Constellation Brands facing the challenge of overcoming own supply chain issues
...Click here
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USA, LA: Red River Brewing Co. now open in Shreveport
...Click here
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USA, FL: Calusa Brewing Co. preparing to launch in Sarasota soon
...Click here
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USA, NE: Prairie Pride Brewing hoping to start brewing in late May
...Click here
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USA, CA: Vijay Mallya’s Mendocino Brewing Company secures complex funding
...Click here
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World: AB InBev sets ambitious goal of achieving $100 bln in revenue by 2020
...Click here
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South Africa: Antitrust regulators request extension for review of AB InBev’s takeover of SABMiller on ‘concerns that need to be resolved’
...Click here
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China: Tsingtao heads the list of China’s most valuable brands in 2016
...Click here
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Romania: Beer sales, per capita consumption increase in 2015
...Click here
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Ireland: Ireland’s spring barley planting delayed by excessive wetness of the soil
...Click here
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Australia: Beer is Australia’s second-preferred drink but its volume is almost double that of wine - analysis
...Click here
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Russia: Russia catching up with global craft beer revolution
...Click here
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Kyrgyzstan: Brewers argue new excise stamps on beer bottles may halve the output
...Click here
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New Zealand: Call goes to government to reduce taxes on low alcohol beer
...Click here
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India: Diageo files objections against tribunal order to stop paying Vijay Mallya $75 mln as part of severance package
...Click here
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World: Diageo agrees to rename one of biggest-selling whisky brands on demand from the Scotch Whisky Association
...Click here
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Graph of the Week
Table of the Week
Russia Malt Production 2010 - 2015
Prices Evolution
Barley Prices
Canadian Malting and Feed Barley Prices
US Malting and Feed Barley Prices
French Malting and Feed Barley Prices
German Malting Barley Prices
Theoretical Malt Prices
Canadian Malt Prices
US Malt Prices
Theoretical EU Malt Prices
These Days in Business History
04 April
1460 - University of Basle in Switzerland forms
1818 - The United States Congress adopts the flag of the United States with 13 red and white stripes and one star for each state (then 20)
1828 - Casparus van Wooden patents chocolate milk powder (Amsterdam)
1949 - Twelve nations sign the North Atlantic Treaty creating the North Atlantic Treaty Organization
1975 - Microsoft is founded as a partnership between Bill Gates and Paul Allen in Albuquerque, New Mexico
1996 - AT&T Corp. spins off 112 million shares of Lucent Technologies Inc. at an initial price of $27 per share, raising $3.02 billion in what is, so far, the biggest IPO of all time
05 April
1768 - 1st U.S. Chamber of Commerce forms
1869 - Celluloid is patented
1886 - George Eastman places Kodak Camera on sale for 1st time
1926 - Varney Airlines makes its first commercial flight (Varney is the root company of United Airlines)
1957 - Greek shipping tycoon Aristotle Onassis buys the Hellenic National Airlines (TAE) and founds Olympic Airlines
06 April
1869 - 1st plastic, Celluloid, patented
1909 - 1st credit union forms in US
1992 - Microsoft announced Windows 3.1, upgrading Windows 3.0
Agenda
April 2016:
03-07: Trends in Brewing 2016 (Ghent, Belgium)
07-09: Warsaw Beer Festival 2016 (Warsaw, Poland)
13-15: Siberian Beer 2016 (Novosibirsk, Russia)
15-16: Helsinki Beer Festival 2016 (Helsinki, Finland)
23-24: Zythos Beer Festival 2016 (Leuven, Belgium)
May 2016:
03-06: Craft Brewers Conference & BrewExpo America 2016 (Philadelphia, USA)
17-20: Beer (Pivo) 2016 (Sochi, Russia)
18-19: Brewing Equipment and Technology 2016 (Birmingham, UK)
19-21: Copenhagen Beer Festival 2016 (Copenhagen, Denmark)
20-18 June: Great Australian Beer Spectacular (GABS) 2016 (Melbourne - Sydney - Auckland, Australia)
25-29: Latvia Beer Fest 2016 (Riga, Latvia)
June 2016:
08-12: Mondial de la Biere 2016 (Montreal, Canada)
09-11: South Beer Cup 2016 (Curitiba, Brazil)
14-16: Shanghai International Brew & Beverage Manufacturing Technology and Equipment 2016 (Shanghai, China)
July 2016:
02: Beer Boot Camp 2016 (Johannesburg, South Africa)
07-10: Artbeerfest 2016 (Caminha, Portugal)
09: Beer Boot Camp 2016 (Cape Town, South Africa)
13-15: ProPack China 2016 (Shanghai, China)
August 2016:
05-07: The 20th International Berlin Beer Festival (Berlin, Germany)
09-13: The Great British Beer Festival 2016 (London, UK)
10-13: Vietfood & Beverage - ProPack 2016 (Ho Chi Minh, Vietnam)
13-17: World Brewing Congress 2016 (Denver, USA)
September 2016:
08-10: Irish Craft Beer Festival 2016 (Dublin, Ireland)
14-15: Food and Drink Technology Africa 2016 (Johannesburg, South Africa)
19-03 October: Oktoberfest 2016 (Munich, Germany)
24-25: Whisky Live Paris 2016 (Paris, France)
26-28: VLB Ibero-American VLB Symposium 2016 (Santiago de Chile, Chile)
28-30: Beer and Soft Drinks Industry - 2016 (Kyiv, Ukraine)
29-01 October: Stockholm Beer & Whisky Festival 2016 (Stockholm, Sweden)
October 2016:
06-08: Stockholm Beer & Whisky Festival 2016 (Stockholm, Sweden)
06-08: Great American Beer Festival 2016 (Denver, USA)
08-10: Brouwplus 2016 (Antwerp, Belgium)
11-14: China Brew, China Beverage 2016 (Shanghai, China)
21-23: The Finest Spirits & Beer Convention 2016 (Bochum, Germany)
November 2016:
08-10: Brau Beviale 2016 (Nuremberg, Germany)
09-12: Vietfood & Beverage - ProPack 2016 (Hanoi, Vietnam)
December 2016:
15-17: drink technology India 2016 (Mumbai, India)
More events are available on site www.e-malt.com
News Articles
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USA: Constellation Brands reports better Q4 2015 revenue than estimated by analysts
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Constellation Brands reported on April 6 Q4 EPS of $1.19, $0.04 better than the analyst estimate of $1.15. Revenue for the quarter came in
...More info on site
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USA: Brewers Association publishes this year’s top 50 breweries list
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The Brewers Association (BA) — the not-for-profit trade group representing small and independent craft brewers in the United States — on April 5 released its annual lists of the top 50 craft and overall brewing companies in the U.S., based on beer sales volume. Of the top 50 overall brewing companies, 43 were craft brewing companies.
“The top U.S. brewers continue to drive demand, growth, innovation and exponential interest in beers from small and independent brewers,” said Bart Watson, chief economist, Brewers Association. “With a historic record number of breweries in U.S., the top brewers continue to open new markets and expose beer drinkers to a variety of fuller-flavored styles and offerings.”
The top 50 US craft brewing companies this year are:
D. G. Yuengling and Son, Inc
Boston Beer Co
Sierra Nevada Brewing Co
New Belgium Brewing Co
Gambrinus
The top 50 US overall brewing companies are:
Anheuser-Busch, Inc (a)
MillerCoors (b)
Pabst Brewing Co (c)
D. G. Yuengling and Son Inc
Boston Beer Co (d)
(a) includes 10 Barrel, Bass, Beck’s, Blue Point, Bud Light, Budweiser, Busch, Golden Road (partial year) Goose Island, Elysian (partial year) Landshark, Michelob, Rolling Rock, Shock Top and Wild Series brands. Does not include partially owned Coastal, Craft Brew Alliance, Fordham, Kona, Old Dominion, Omission,
...More info on site
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USA: Barley contracts, prices, acreage reduced by large and good crop last year
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Last year’s barley crop filled the bins with top quality malting barley and therefore has reduced the contracts for this year’s crop in terms
...More info on site
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USA: Constellation Brands facing the challenge of overcoming own supply chain issues
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With Mexican beer sales soaring in the U.S., the biggest hurdle facing Corona brewer Constellation Brands Inc. is its own supply chain, the Wall Street Journal reported on April 2.
The company, which reports fourth-quarter earnings on April 6, issued a recall of Corona in March, its second in the last two years. Distributors scrambled to pull select 12-packs and 18-packs of the top-selling Mexican beer from U.S. stores before consumers drank from bottles containing glass particles.
The recall isn’t expected to affect earnings on April 6 because the fourth quarter ended Feb. 29, but it will raise questions from analysts about the cause, cost and possibility of future recalls.
Constellation’s ability to avoid another incident hinges in part on ramping up production at its brewery in Nava, Mexico, so it can reduce its dependency on Anheuser-Busch InBev NV. That is because the recently recalled Corona came from AB InBev breweries in Mexico.
Constellation has been relying on AB InBev for beer production since the brewers struck an agreement in 2013 with the U.S. Justice Department, allowing AB InBev to close its acquisition of Mexican brewer Grupo Modelo by selling Constellation the U.S. rights to Modelo beers and the Nava brewery.
AB InBev said it
...More info on site
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Canada: Lethbridge’s feed barley market stagnant
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Lethbridge’s feed barley market is stagnant, as farmers hold onto their grain and feedlots are not buying, Western Producer reported on April 5.
Farmers who have stored feed barley don’t want to sell at current prices, despite relative strength, said Jared Seitz, trade manager at Agfinity in Stony Plain, Alta.
It is a psychological barrier to get past the fact that prices are now lower than the C$220 a tonne level last November.
“It’s not so much that prices aren’t good enough to sell,” he said.
“It’s just getting back to the price that they could have got at harvest. It’s more of a mental disposition they have right now.”
He pegs Lethbridge feed barley prices at C$207 a tonne, as the market has been propped up by reduced farmer selling.
Seitz added that feed barley could strengthen further if producer sales stay slow.
But prices aren’t getting support from buyers, as many feedlots already have coverage through April and into May.
“We typically see feedlots buying hand-to-mouth this time of year, but this year they’ve had a solid month’s coverage ahead of time,” Seitz said.
Feedlots have more coverage than normal because there’s a lot of barley around this year and freight rates have been cheap, meaning they
...More info on site
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USA, LA: Red River Brewing Co. now open in Shreveport
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Red River Brewing Co. hosted a grand opening on April 2 for its recently constructed taproom and production facility in Shreveport, KSLA-TV reports.
The business at 1200 Marshall St. in downtown Shreveport opened its doors to customers at 2 p.m.
The building was nothing more than an empty warehouse in September. Now it's filled with enough tanks to brew thousands of gallons of beer a year. After seeing the success of Great Raft and Flying Heart breweries in the market, Red River Brewing decided downtown Shreveport is where it wanted to be.
"If you want a vibrant downtown, you have to have a reason to go there," Red River Brewing co-owner Jared Beville said. "We feel like our business model, and our public tasting room, is really going to provide a great opportunity to bring people back downtown and see what all it has to offer."
The location couldn't be better for what they hope to accomplish, he added.
"Breweries, in particular, are locating in previously blighted areas, and really being that anchor tenant that really starts that revitalization and gives people a reason to come back to areas that they otherwise wouldn't know even existed," Beville said.
Red River Brewing has 7 craft beers on
...More info on site
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USA, FL: Calusa Brewing Co. preparing to launch in Sarasota soon
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Calusa Brewing Co., Sarasota’s newest brewery, will open soon, proving that the area’s beer scene is only getting bigger. And in the world of craft beer, where competition is welcomed, growth is good news for established brewers and newbies alike, SarasotaMagazine.com reported on April 1.
Calusa co-owners Geordie Rauch, 35, and Vic Falck, 34, started talking about opening a Sarasota brewery back in 2011. Sarasota natives, the brothers-in-law both fell hard for craft beer while stationed with the Navy in San Diego—or “beer mecca,” as Rauch calls it. “The scene was exploding,” Falck remembers. “I loved the variety craft beer offered.”
At the time, Tampa Bay had already earned a reputation as a craft hub, largely thanks to the success of Cigar City Brewing. Although Sarasota Brewing Company had been serving homemade beers for years, south of the Skyway lagged behind. “I would come back to visit and couldn’t find an IPA,” Rauch says. That has changed. Sarasota’s Big Top Brewing Company opened in 2013, JDub’s Brewing Company in 2014, and Bradenton’s Darwin Brewing Co. and Motorworks Brewing have also launched.
Rauch and Falck say Calusa will help lift the local industry, generating more sales for all. Big Top CEO Mike Bisaha agrees,
...More info on site
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USA, NE: Prairie Pride Brewing hoping to start brewing in late May
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Coming this summer, Grand Island residents and visitors alike will get the chance to wet their whistle with a selection of craft beers brewed at the Prairie Pride Brewing Co., Grand Island Independent reported on April 5.
“We hope to start brewing in late May,” brewmaster Alex Briner said as he stood next to a mash tun in the brew house toward the back of the building at 115 E. South Front St.
He and Jay Mack, both home brewers from Aurora, quit their full-time jobs in early March to take on the full-time duties of brewing and bartending.
They are two of five partners who comprise Prairie Pride Brewing Co. The others are Dr. Phil Cahoy and contractors Amos Anson and Brad Shearer, all of Grand Island. Briner worked in construction and Mack was a paramedic.
“We’ll be open by State Fair,” Anson said.
Cahoy said the whole idea of a local brewery stemmed out of his collection of pre-Prohibition brewery signs.
“Every town had its own brewery — Hastings, Columbus, Fremont, Grand Island. There was Metz and Storz in Omaha,” said Cahoy, who grew up in Omaha. “Grand Island had the Grand Island Brewing Co.”
The breweries were so prolific, he said, because kegs could
...More info on site
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USA, CA: Vijay Mallya’s Mendocino Brewing Company secures complex funding
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Away from the furore over huge loan default in India by Vijay Mallya-led UB Group, its US-based brewery arm has secured a complex funding that it intends to repay later with a 'bridge loan' from its parent, Economic Times reported on April 4.
California-based Mendocino Brewing Company, which sells a number of beer brands including Kingfisher in the US, has got Mallya as its Chairman and is owned by UB Group through a complex shareholding structure.
In a regulatory filing with the US markets regulator SEC (Securities and Exchange Commission), Mendocino has disclosed having issued a 'promissory note' to Delaware-based Catamaran Services, Inc, in the principal amount of USD 325,000.
It further said Mendocino had earlier also issued four promissory notes to Catamaran between January 2014 and June 2015, for principal amounts of USD 500,000 each.
Catamaran's sole shareholder is an entity named Catamaran Holdings, Ltd, which interestingly "has directors in common with Inversiones Mirabel SA", one of the major shareholders of Mendocino.
The indirect beneficial owner of Inversiones is United Breweries Holdings Limited (UBHL), making UBHL the indirect majority shareholder of Mendocino. Mallya chairs the boards of UBHL as well as Mendocino.
Mendocino further said it has also received a letter from Illinois-based MB
...More info on site
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World: AB InBev sets ambitious goal of achieving $100 bln in revenue by 2020
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Anheuser-Busch InBev NV is well-known for its ambitious goals, but its latest—$100 billion in revenue by 2020—is a real stretch, albeit a tantalizing one,
...More info on site
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South Africa: Antitrust regulators request extension for review of AB InBev’s takeover of SABMiller on ‘concerns that need to be resolved’
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South Africa’s antitrust regulators have requested an extension for their review of Anheuser-Busch InBev NV’s proposed takeover of rival brewer SABMiller PLC, saying the deal raises concerns that need to be resolved, The Wall Street Journal reported on April 4.
A spokesman for South Africa’s Competition Commission, which is reviewing the deal, said the regulator had “communicated the concerns to the merging parties and needs more time to engage with the parties in order to find solutions to the said concerns.” He didn’t clarify what those concerns were or provide insight into how AB InBev and SABMiller might address them. He said the commission is still discussing the extension with the brewers.
An AB InBev spokeswoman said the company agreed to the extension. "We are confident that the Competition Commission is as committed as we are to ensuring that South Africa does not delay the global timetable for clearing the combination,” she said. The company expects to close the deal in the second half of the year.
In addition to the regulatory review in South Africa, AB InBev needs regulatory approval in the U.S., Europe and other markets. Those processes are continuing.
South Africa’s Competition Commission antitrust laws allow the commission to extend its
...More info on site
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China: Tsingtao heads the list of China’s most valuable brands in 2016
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China’s alcohol category grew 30 percent in brand value in BrandZ™ Top 100 Most Valuable Chinese Brands 2016, following a 22 percent decline a
...More info on site
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Romania: Beer sales, per capita consumption increase in 2015
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The beer sales in Romania increased by 6.5% year-on-year in 2015, to 15.8 million hectolitres, according to data from the Brewers of Romania Association.
The
...More info on site
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Ireland: Ireland’s spring barley planting delayed by excessive wetness of the soil
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Less than 20% of Ireland’s spring barley crop has been planted, according to Tim O’Donovan, who said that February rainfall has impacted hugely on sowing levels, Agriland reported on April 5.
The Teagasc Tillage Specialist said that while some small pockets of spring barley have seen plantings of near 50%, the national figure for spring barley sowings is less than 20%.
“High water tables in February are taking a while to dry out and while March was a dry month, most fields were still only seeing water soaking away during the month.
“Up to Easter, in most parts of the country, land was still drying off and in some parts of the country no spring barely has been sown yet.”
Spring barley yields, he said, start to deteriorate when planting takes place after the middle of April, whereas other spring-sown crops’ yields are hit if they are planted after April 1.
“There is no spell of fine weather forecast until Monday and there is no long-range forecast is saying that a decent spell is on the way.”
He said that farmers need to sit down and look at their own figures around whether it is viable for them to plant as each individual case is different.
“The
...More info on site
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Australia: Beer is Australia’s second-preferred drink but its volume is almost double that of wine - analysis
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The latest analysis from Roy Morgan Research has broken down which alcoholic beverages Australians 18 years and over are drinking in a four-week period per 100 glasses, The Shout reported on April 6.
While a recent Roy Morgan study found that more Australian adults prefer wine over beer, the volume of beer consumed is almost double that of wine.
The first report found that in any given four-week period in 2015, 45.1% of the population drank wine, while 37.6% of the population drank beer. Wine has become the nation’s most popular alcoholic beverage, thanks to the increase in female drinkers.
However, in terms of volume, beer was by far the most consumed alcoholic beverage in the country in 2015, with data suggesting that beer made up 48 glasses out of every 100 glasses of alcohol consumed in any given four-week period.
This figure is almost double that of still wine, which was the next most consumed beverage, making up 25 out of every 100 glasses of alcohol consumed. The rest of the average Australian alcohol consumption was made up of 11 glasses of spirits, six glasses of RTDs, 4 glasses of sparkling wine/Champagne, and three glasses of cider. Completing the breakdown were liqueurs and
...More info on site
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Russia: Russia catching up with global craft beer revolution
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While the craft beer revolution swept North America and Western Europe years ago, Russia is now catching up at a time when it is trying to shrug off a vodka-swilling reputation, The West Australian reported on April 5.
"We are tired of Russia being perceived as a country of alcoholics," Pavel, a customer at Beer Garden told AFP as he relaxed after work.
"Old people still drink vodka, but we young people prefer good-quality beer."
Renowned for their hard-drinking habits, Russians in recent years have started cutting down on booze as the government has tightened controls to curb rampant alcoholism.
Last year, the average Russian drank some 11.5 litres of pure alcohol, down from 13.5 litres in 2014, according to a health ministry official.
The beer market has seen overall consumption fall - but while the big brands have suffered - niche producers have started flourishing as drinkers' tastes have got increasingly sophisticated.
"A new craft beer bar opens in Moscow almost every day," said Natalia Petrova, editor-in-chief of Real Brew, a magazine targeting Russia's amateur brewers.
"There are already more than 1,000 microbreweries" in Russia, she added.
Garden Beer owner Yan Stopichev said his bar - which opened in September - serves 4,000 litres of more than
...More info on site
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Kyrgyzstan: Brewers argue new excise stamps on beer bottles may halve the output
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Beer production in Kyrgyzstan may fall by 50 percent, representatives of local breweries said at a meeting of the Committee on Budget and Finance of the Parliament, 24.kg reported on April 4.
The industry is strongly opposing the government's initiative on marking of beer with excise stamps. The Cabinet justifies the measure by the fact that due to undocumented beer the state treasury lost over 150 million soms in 2014. By introducing the excise stamps, the officials now intend to return the same amount to the state budget and bring the beer market out of the shadows.
"Sooner or later we will have to introduce this innovation, because all other types of alcoholic beverages are marked with excise stamps in Kyrgyzstan and taxes are paid on them at once, while beer has three weeks delay. It is necessary to fight against shadow economy," the Minister of Economy Arzybek Kozhoshev said at a meeting of the committee.
However, representatives of the Brewers Association opposed the initiative and told the lawmakers that if the production line includes pasting of excise stamps, it will automatically slow down the production chain and the output will be reduced by up to 50 percent. "Taking into account the fact
...More info on site
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New Zealand: Call goes to government to reduce taxes on low alcohol beer
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A call has gone out for the New Zealand Government to reduce the amount of tax on low alcohol beer, Stuff.co.nz reported on April 4.
Research by the Food and Grocery Council found that 58 per cent of people believe sales of low alcohol beer would increase if it was made cheaper than full strength beer.
The survey asked more than 1100 people about their attitudes towards beer containing 3 per cent alcohol or less.
The definition of what makes a low alcohol beer varies widely.
Under the Australia New Zealand Food Standards Code, low alcohol beer must contain less than 1.15 per cent alcohol while under the Advertising Standards Authority rules light beer must be less than 2.5 per cent alcohol.
However, the brewing industry widely considers light beer to be below 3 per cent alcohol.
Supermarket data last year showed sales of beer below 3.4 per cent increased by more than 60 per cent in the year to November 1, albeit from a base of about 1 per cent of total beer sold.
Food and Grocery Council chief executive Katherine Rich said low-alcohol beer played an important role in moderating alcohol consumption.
"If the Government's aim is to reduce harm in the community then it makes
...More info on site
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India: Diageo files objections against tribunal order to stop paying Vijay Mallya $75 mln as part of severance package
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British liquor major Diageo Plc on April 5 filed objections against the Debt Recovery Tribunal's March 7 order to stop paying liquor baron Vijay Mallya $75 million (Rs.515 crore) as part of its severance package, Business Standard reported.
Tribunal presiding officer Justice C.R. Benakanahalli posted the case for hearing to April 13 after recording objections filed by Diageo and other defendants, including United Spirits Ltd (USL), in which it has controlling stake, Standard Chartered Bank and Unit Trust of India Investment Advisory Services Ltd.
The tribunal passed the interim order on an application filed by State Bank of India (SBI) on February 26, a day after Diageo signed a deal with Mallya for resigning as chairman and non-executive director of USL and not competing with it in the spirits business worldwide over the next five years.
The order also attached the package amount till the tribunal heard the case finally heard and disposed of the original application the SBI-led consortium filed before it in June 2013 against Mallya, his now-defunct Kingfisher Airlines for defaulting on loans amounting to Rs.9,091 crore, including interest.
Diageo, however, confirmed to IANS on March 9 that it had paid Mallya $40 million (Rs.275 crore) on February 25 as part
...More info on site
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World: Diageo agrees to rename one of biggest-selling whisky brands on demand from the Scotch Whisky Association
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Diageo has agreed to rename one of its biggest-selling whisky brands and end exports of another after a tussle with the Scotch Whisky Association (SWA) over its misleading links to Scotland, The Drinks Business reported on April 1.
The world’s biggest spirits producer has reached a deal with the SWA over the branding of its McDowell’s No. 1 in markets outside of India, and said it will end exports of its Bagpiper brand, according to reports by the Wall Street Journal.
Both McDowell’s and Bagpiper are Indian whiskeys, whose origins are widely understood within the country. However the SWA argued that outside of India many consumers mistakenly assume they are Scotch whiskeys because of their name and references to Scotland.
Produced by Diageo’s Indian business, United Spirits, McDowell’s No. 1 is the world’s second-largest whiskey brand by volume behind fellow Indian whisky brand Officer’s Choice, according to IWSR.
Around 25 million nine-litre cases of McDowell’s No. 1 whisky were sold in 2014, compared to just under 19 million cases of Johnnie Walker, Diageo’s flagship Scotch.
While they are two of Diageo’s biggest-selling whiskys, only tiny amounts are exported from India, where Diageo will be allowed to maintain both brands’ original names. Just 0.3% of Bagpiper
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